Millennials Ditching TV sets (but not video content)

So far this season, younger viewers, the most important audience for advertisers, have ditched their TV sets at more than double the rate of previous years, new Nielsen figures show.

Traditional TV usage — which has been falling among viewers ages 18 to 34 at around 4 percent a year since 2012 — tumbled 10.6 percent between September and January.

In the era of smartphones and Netflix, it’s no surprise that traditional TV is losing relevance for younger viewers. But the sudden acceleration is alarming to even the most seasoned analysts.

“The change in behavior is stunning. The use of streaming and smartphones just year-on-year is double-digit increases,” Alan Wurtzel, NBCUniversal’s audience research chief, told The Post. “I’ve never seen that kind of change in behavior.”.......

.........Consumption of video is bigger than ever. Wurtzel’s research shows a year-over-year increase of 22 percent in subscription video viewing in 2014, and a 26 percent rise in “binge viewing.”From Financial times

Broadcasters fear falling revenue as viewers switch to On-Demand TV

television was “in the midst of a secular shift to on-demand consumption”. That has pushed networks including HBO and CBS to launch their own online offerings.Live television viewing has fallen 11 per cent among adults aged 35 to 54 since 2010. For those audiences, the transition to on-demand viewing is often an easier behavioural shift than, say, the move from print books to ebooks. Only among the oldest demographic — aged 55 and above — has live television viewing remained relatively unaffected, falling 2 per cent in the past four years.